Packaging is the basic level of marketing, which is now a well-known principle. In fact, consumers' purchase choices are not as rational and informed as people think, which is why brands pay more and more attention to customers' emotional and sensory participation from food to entertainment. Starting with more and more original and creative packaging, they are less and less only responsible for the task of "protecting" products so that they can be sold separately or recognized as belonging to a brand. In fact, neuromarketing is clear that those who buy from packaging will have a series of instinctive reactions. Therefore, good packaging can unconsciously attract the attention of consumers, for example, stimulate the sensory methods that urge us to repeatedly observe color packaging, abnormal shape, etc. Or give up your intuition to touch products and feel their weight, consistency and texture.
What does it mean? Every year, the company invests in a large number of research and development projects focusing on the chocolate box packaging. Therefore, it is no coincidence that in the last quarter of 2016, the net revenue of operators in the industry exceeded US $12.7 billion, one of the highest figures ever. In industries with high packaging costs, especially food and beverage, retail (especially clothing) and some industrial industries, such as raw materials.
Because food is invested in packaging
For food enterprises, it is not surprising that product packaging has strategic value. In such an industry, packaging realizes many functions, mainly information. Legal restrictions, consumers are more and more aware of and concerned about food selection and nutrition marketing, which are more and more in line with the needs of healthy diet. In fact, food packaging is more and more similar to "information products", in which you can find anything you want and understand the food you are eating, from calorie intake to production chain. More generally, however, the food industry is an industry with a high proportion of alternative products: between one kind of yogurt and another, usually,
Perfect food packaging
Therefore, industry experts seem to agree with the characteristics that candy box packaging should meet more than any other product. Specifically, they are: simple, in terms of food, also means easy to use: minimalist and ergonomic design is always worth it. In fact, consumers want their favorite food packaging to take up less space, be easy to disassemble and protect food; Sustainability: in terms of the protective function of food packaging, some people believe that they can play a fundamental role in preventing waste: in short, good packaging aims to maintain the sensory characteristics of food for a longer time and preserve it in a better environment; customized:
How important is color in food packaging
However, a basic role in food packaging seems to be color. In addition, there is a complete psychological explanation of how to choose the right products to attract consumers to buy, or more generally, to improve the brand experience. In fact, it is not necessary to remember how the visual perception of the product (in this case, food) predicts the experience itself to guide consumption choices. Not to mention the color and shape chosen for packaging is the spontaneous carrier of association and basic emotion in consumers' journey. Therefore, the most commonly used color for food packaging seems to be warm color, because according to some studies, they can stimulate appetite. Red, in particular, is one of the colors most related to the idea of vitality and energy and can increase hunger. Yellow and orange increase the popularity of products on the shelf, remind people of the concept of health and vitality and arouse the imagination of real product production. However, anyone who wants to play with respect for tradition and some kind of retro charm should focus on the brown packaging of their food: they recall the earth, handicrafts and respect for nature and more authentic flavor. On the other hand, green is the excellent color of organic products and "no" preparations. It is almost always used in dietary products, celiac disease or anti-food intolerance because it reminds people of the concept of health and vitality. Similar arguments apply to whites, often in the packaging of low-calorie foods or dietary products. However, colors such as black, gold or silver are related to the concept of elegance, exquisite raw materials and rarity, which is why they are used in exquisite food. The titles are doc, DOP, etc. However, please pay attention to the use of blue: because there is no food of this color in nature, it is one of the most insidious colors in food packaging, Unless you want to suggest excessive freshness- Counter products, such as
Importance of packaging in food E-commerce
Finally, a large number of studies show the importance of packaging for food e-commerce. As Daniele Rutigliano pointed out in the speech of Smau in Naples in 2016, in fact, the packaging of food purchased online is one of the few and one of the main signs to show its freshness, authenticity and quality. The selected elements and the elements that customer satisfaction begins to build themselves once the goods are received. Therefore, e-commerce packaging solution experts recommend some rules for food packaging to prove connected consumers and digital purchases: reuse and Sustainability: people who buy online pay more attention to recycling, the impact of consumption on the environment, and the sustainability of raw materials. For this reason, it is best to focus on biodegradable materials to avoid any waste And consider packaging that can have a second life. Among other things, it can build customer loyalty because it can last over time; Transparency: the consumer wants to see the food he buys and will eat immediately, especially because in this way, he can immediately check the quality, such as freshness, integrity and whether it meets expectations; Transportability: because it must be transported and bumps may occur during the journey, people who buy food online seem to prefer boxed or picnic size packaging to protect the food, make it perfectly stored and reusable. Build customer loyalty because they can last for a period of time; Transparency: the consumer wants to see the food he buys and will eat immediately, especially because in this way, he can immediately check the quality, such as freshness, integrity and whether it meets expectations; Transportability: because it must be transported and bumps may occur during the journey, people who buy food online seem to prefer boxed or picnic size packaging to protect the food, make it perfectly stored and reusable. Build customer loyalty because they can last for a period of time; Transparency: the consumer wants to see the food he buys and will eat immediately, especially because in this way, he can immediately check the quality, such as freshness, integrity and whether it meets expectations; Transportability: because it must be transported and bumps may occur during the journey, people who buy food online seem to prefer boxed or picnic size packaging to protect the food, make it perfectly stored and reusable.
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